Light the Fuse Fitness
Challenge
The fitness and personal training industry is crowded and competitive. The choices between specialized gyms, fitness trends, and workout programs are endless for consumers these days. Yet, with all of these options targeting individual tastes and preferences, the experience is getting more impersonal overall.
A well-established trainer, our client understood that this space can be intimidating, providing opportunities for people to give in to excuses rather than pursue their goals. It was important to establish his credibility as a trainer, but also create an experience that felt approachable and motivating for those just starting their fitness journey.
With the marketplace being saturated with fitness options, our client had to find a way to articulate his unique philosophy about training while also connecting with entry-level clients to provide a welcoming process.
Solution
Our studio identified that the most important thing to address was the misperception these clients have about their abilities. Fueled by comparison and self-doubt, most don't think of themselves as the ‘fitness type’ nor do they realize they possess what everyone else in the gym has—potential.
We wanted to make personal training personal again by focusing on that very thing everyone has inside of them. By reinforcing their potential and celebrating their progress along the way, we created a brand that is rooting for the success of each client. We brought the idea of Light the Fuse Fitness to life through an empowering brand platform, “Ignite the potential within.” This thinking informed the visual identity and brand messaging, resulting in a high-energy brand that could serve as both an invitation to new clients and as motivation to existing clients.
“From the initial interview where they got to know my personal values and how I bring them into my business, to the second meeting where they got to know my tastes in graphics to make sure their time spent in designing my logo was spent wisely, to the ‘unveiling’ of my position statements and logo, I was completely blown away by their ability to get into my head and pull out everything they needed to deliver EXACTLY what I was looking for!”
—
Nick Mesik, Owner of Light the Fuse Fitness
Some of our past client experience.
